The Metric Most SaaS Teams Ignore with Geoff Roberts
February 24, 2026
What if the best SaaS company isn’t the biggest one, but the one that maximizes life profitability for everyone building it? In this episode of SaaS That App - Building Tech-Enabled Businesses, Geoff Roberts, Co-founder of Outseta, joins Aaron Marchbanks and Justin Edwards to share the lessons he learned from two very different startup exits (Buildium’s $580M win vs. Roambee’s softer landing with SAP) and how those experiences shaped the way he builds today.
What if the best SaaS company isn’t the biggest one, but the one that maximizes life profitability for everyone building it? In this episode of SaaS That App - Building Tech-Enabled Businesses, Geoff Roberts, Co-founder of Outseta, joins Aaron Marchbanks and Justin Edwards to share the lessons he learned from two very different startup exits (Buildium’s $580M win vs. Roambee’s softer landing with SAP) and how those experiences shaped the way he builds today.
What You’ll Learn:
- Why ‘life profitability’ matters as much as financial profitability
- The three-pillar framework for SaaS success
- How to run a self-managed, non-hierarchical organization at scale
- Why market selection is a strategic advantage you can't ignore
- How to position your product for dual customer bases without product confusion
Geoff Roberts is the Co-founder of Outseta, a comprehensive business management platform designed for SaaS founders and digital product creators. With a background in marketing and nearly two decades of startup experience, Roberts has driven growth and strategic pivots across multiple high-impact exits, including Buildium's $580 million acquisition by RealPage and Roambee's acquisition by SAP.
This podcast is brought to you by Delta Systems, your one-stop shop for front-end, back-end, and full-stack software development. At Delta, Justin and Aaron share the same philosophy when it comes to clients: they treat people like colleagues, not just customers. Maybe that’s why Delta typically spends years working with the same companies: how many software engineering firms can you say that about? So, if you’ve got a big SaaS project in mind but have no idea where to start, come and get a free scope and estimate from Delta Systems on their website.
Got a burning idea for an episode, or a SaaS question you absolutely must know the answer to? Leave us a voice memo at SaasThatApp
Highlights:
Highlights:
- [00:00] Introduction
- [01:46] How Geoff Accidentally Got Into SaaS
- [02:48] Fixing a Struggling Company
- [05:27] Two Very Different Exits
- [06:18] The Origin of Outseta
- [08:22] What Outseta Actually Does
- [10:53] How Non-Technical Builders Became a Major Growth Driver
- [13:55] AI Changes Everything (Again)
- [14:41] The Challenge of Serving Two Audiences
- [16:02] The Concept of Life Profitability
- [18:40] Running a Non-Hierarchical Company
- [21:05] Equal Pay Rate, Flexible Workload
- [25:41] Long-Term Vision and Risk Appetite
- [29:07] The SaaS Framework Founders Ignore
- [32:07] Market Selection Dictates Success
- [33:41] Why Selling to Startups Is Tough
- [34:10] Innovating on Company Design
Episode Resources:
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